Facebook and Instagram Analytics

Facebook: Facebook is the social media platform with the most active users and because of that has one of the most sophisticated analytics interfaces.

There are three sections: Posts, Reach and Engagement

1.       Posts: Posts are the physical content being shared on your page.

Three types of posts:




2.      Reach: Reach is the number of unique people who saw your content. Reach affects every other metric that is tracked such as engagement, likes, comments and clicks.

Five types of reach:

1.       Post: The number of people who saw any of your posts at least once.

2.       Page: The number of people who viewed any content associated with your page.

3.       Organic: The number of people who visited your page, saw your page or one of its posts in newsfeed.

4.       Viral: The number of people who saw your content because their friend likes or follows your page, engaged with your post or shred a photo. (ex: Magnificent Human liked this)

5.       Paid: The number of people who had a post from your page enter their screen.

3.      Engagement:

Engagement is any action someone takes on your Facebook page or one of your posts. These numbers will indicate how interactive your audience is with your organization’s content. The most common examples are likes, comments and shares, but it can also include checking in to your location or tagging you in a post. Facebook engagement matters because it can help extend organic reach. 



Instagram: With more than 25 million business profiles, it’s no wonder why organizations are finding value in promoting and advertising on Instagram. Similar to Facebook, Insights are the analytics behind Instagram.

They are broken out into three subsections: Activity, Content and Audience

1.      Activity: There are two sections to monitor while tracking your Instagram Activity – Discovery and Interactions.

Discovery: Discovery displays the overall performance and influence of your account by measuring how many people see your content and where they found it.

Within Discovery, you have two more key metrics: Reach and Impressions

·         Reach – the number of accounts who have seen your posts.

·         Impressions – the total number of times all your posts have been seen.

Interactions: Interactions measure the actions users take when they engage with your account.

Interactions are broken out into two subgroups: Profile Visits and Website Clicks.

·         Profile Visits – the number of times our profile was viewed.

·         Website Clicks – the number of times a user visited our website through our bio.

2.      Content: The content tab provides insights relating to individual posts on your profile including:

·         The number of posts and stories shared.

·         This includes the number of times that a post was seen compared to how many likes it received.

·         The number of users who viewed your stories.

·         The performance results of a post promotion.

3.      Audience: This is where you are able to gain a better understanding of who your followers are and where they live, as well as how your follower count has varied week to week.

·         Growth:

Overall-The number of accounts that follow you.

Followed You-How many accounts followed you in that week.

Unfollowed-How many accounts unfollowed you in that week.

·         Top Locations: The places your followers are concentrated.

·         Age Range and Gender: Age/gender distribution of followers.

·         Followers: Average days/time our followers are on Instagram.





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